A modern marketing checklist in 2025 acts as a strategic framework for your brokerage, guiding you through the complexities of the contemporary real estate marketing world. It helps you leverage the right technologies and marketing strategies, personalize your outreach, and maintain consistency in your efforts. Together, all this will usher in more leads and clients.
The real estate marketing checklist we’ve prepared will help you stay competitive, organized, and focused on growth. It will give you all the insights and actions you need to run a successful marketing campaign. It covers what you need to do with your website, on social media, through content marketing, and more, so keep reading.
1. Branding & Positioning
Strong branding and clear positioning are key in modern real estate marketing. This will help you properly present your unique value and shape how your clients see your brokerage.
That starts precisely with a strong UVP or unique value proposition. It needs to set your brokerage apart from the competition. Maybe you want to be tech-forward or target a specific niche. Either way, the UVP should reflect that and become the cornerstone of your messaging.
To supplement your UVP visually, you must have a specific and consistent visual identity with a particular color palette, typography, and style. This should be in your professional logo as well.
Consistency should be maintained in your marketing efforts, so you need to instruct your agents to follow specific brand guidelines in their presentations and social media posts. Naturally, you’ll have to develop the brand guidelines in advance.
All this should align with your brand story, mission, and vision. You’ll need to create these and a strong About Us section for your website.
- Define your unique value proposition (UVP)
- Create a professional logo and visual identity
- Develop brand guidelines for consistent messaging
- Craft a compelling brand story
- Ensure all agents follow branding in presentations and social posts
2. Website & SEO
The main things that make marketing work in this industry are exemplified in the 4 Ps of marketing in real estate. One of the 4 Ps is Promotion, and the cornerstone of online promotion is your website. You must have a well-designed, fast, user-friendly, and mobile-first website.
Both visuals and content on the site need to work in synergy to attract visitors. Naturally, you need to worry about SEO, like implementing the right local keywords for service areas, but you also need to add clear, visible, and concise CTAs where appropriate.
The homepage should explain the primary services you offer and how you help your clients, but it should also add social proof like testimonials and case studies.
Lastly, don’t forget to set up and verify a Google Business Profile because it’s a prerequisite for ranking in Local Pack and appearing in Google Maps. It increases your local visibility, but it also generates leads and improves your credibility.
- Build a fast, mobile-first, user-friendly website
- Include clear CTAs
- Add social proof: testimonials, reviews, case studies
- Implement local SEO keywords for each service area
- Set up and verify Google Business Profile
3. Email Marketing
Email is a crucial medium in real estate marketing as it’s excellent for engaging and nurturing leads, as we’ve already explained in our realtor’s guide to email marketing.
You should create segmented lists for different groups of people, like buyers and sellers. Moreover, you need to set up welcome email sequences that go out automatically to new leads who subscribe to your newsletter.
The newsletter can also have monthly editions with detailed market insights and property listings, which will both engage and attract leads to convert.
For more long-term lead nurturing, you should also create drip email campaigns. For instance, they can provide valuable advice to people interested in selling property.
To attract new leads, it’s important to use compelling lead magnets like comprehensive market reports and free home valuations, which should attract the gaze of many and consequently organically grow your email list.
- Build segmented email lists
- Set up welcome email sequences for new leads
- Launch monthly newsletters with market insights and listings
- Create drip campaigns for lead nurturing
- Use lead magnets to grow the list
4. Social Media Marketing
Social media marketing is an important part of real estate marketing, but it’s also crucial to choose the right platforms on which you’ll post. Study your target audience to determine where they’re mostly located and choose those platforms. The usual culprits here are Instagram, LinkedIn, and Facebook.
Once you have the platforms, you can create a content calendar to have a plan for what and when you’ll post. Cover various educational posts, property listings, and more. And for timing, check the best times for each platform, and ensure you post regularly and consistently, as much as three to five times a week.
You can also boost specific posts, primarily those performing well, to get further reach. And don’t forget to respond to comments as much as you can.
- Choose platforms that match your target audience
- Develop a content calendar
- Post consistently and regularly
- Respond to inquiries via social media
- Boost top-performing posts for extra reach
5. Video Marketing
Although more complex, video marketing can be a great addition to your overall marketing campaign. Interestingly, as many as 73% of homeowners state that they are more prepared to list with a realtor offering a video.
One of the best things you can do is to create video introductions of your agents and your team, as well as video walkthroughs of your listings. Both should be easier to produce compared to most other subjects.
You can also share monthly market update videos and publish other video material primarily on YouTube, but also TikTok and Instagram, both of which are well-suited for short-form video.
- Record agent/team introductions
- Produce video walkthroughs of listings
- Share monthly market update videos
- Publish content on YouTube, Instagram, Facebook, and TikTok
6. Paid Advertising
Paid advertising might not be on everyone’s mind when you think about successful digital marketing and a real estate marketing checklist. Still, it can be very beneficial if you use it strategically.
You can run targeted Google Ads with specific buyer and seller keywords relevant to your local market. At the same time, you can run Instagram and Facebook lead generation ads, which can help you reach out to the specific type of client you are looking for, all based on behaviors, demographics, and interests.
You can also launch retargeting campaigns on your website to retain a good portion of potential clients. This will help re-engage people visiting your site by keeping your brand in their minds and getting them to reach out and become clients.
And to optimize conversions, you should set up dedicated landing pages with clear CTAs.
- Run Google Ads targeting buyer/seller keywords
- Launch Facebook and Instagram lead gen ads
- Use landing pages for each campaign
- Set up retargeting campaigns for website visitors
7. Content Marketing & Blogging
Most (83%) of marketers state that content marketing is the most effective marketing strategy for lead generation. This clearly demonstrates the importance of this type of marketing in your overall promotional efforts.
Real estate brokerages can use it through blog posts on their website. You can create blogs on market trends or tips for buyers and sellers, which are among the crucial real estate marketing materials, but you can also write guides for key service areas. You can also make complex real estate topics more approachable to potential clients by explaining them in easy-to-understand how-to blog posts.
Besides creating the actual content, you must also optimize it for SEO to make it rank highly on the web. You need to research and implement the right keywords, add internal links, use meta titles and descriptions, and more.
Naturally, you should include a clear, concise, and powerful CTA in each blog post. Something like Talk to a Local Expert, Schedule a Free Consult, or Download Our Free Buyer’s Guide.
- Write neighborhood guides for key service areas
- Publish blog posts on market trends, buyer/seller tips
- Optimize all articles for SEO
- Include CTAs in each blog
8. Relationship & Referral Marketing
Relationship and referral marketing might not be a common tactic for most real estate brokers, but they can be pretty useful in creating a good list of leads.
The most important thing here is to set up a referral program that rewards clients for finding referrals. Find the type of rewards your clients would like and establish a program with clearly defined incentives and requirements.
You can also work with your past clients because their positive feedback can attract new potential clients. For instance, you can ask them to write reviews on Zillow or Google, and you can also send occasional personalized check-ins to keep your brand on their minds and inadvertently incentivize them to recommend you to others.
Regarding relationship marketing, the best thing you can do is create partnerships with local businesses and professionals like mortgage brokers, stagers, builders, and home inspectors.
- Set up a formal referral program with incentives
- Build partnerships with local businesses and professionals
- Send personalized check-ins to former clients
- Ask happy clients for Google and Zillow reviews
9. Traditional Marketing Tactics
Even though digital marketing is the norm nowadays, you still need to use traditional marketing tactics, especially when you want to build up your local presence.
You can create various branded print collaterals, like postcards, flyers, brochures, booklets, notepads, and business cards.
Launching a direct mail campaign can also be a good idea if it’s done in targeted ZIP codes. They can be instrumental in specific geographical areas, where you can also build up your presence and brand reputation by hosting or sponsoring local community events.
If you’re using yard signs, you can incorporate QR codes that link to your online listings.
You should also consider placing your listings in local newspapers and real estate magazines if you can fit that into your budget.
- Create branded print collateral
- Launch direct mail campaigns in targeted ZIP codes
- Host or sponsor local community events
- Use yard signs with QR codes linking to listings
- Place listings in local real estate magazines or newspapers
10. Tools, Automation & Systems
You need to use technology to conduct your marketing campaign effectively. This covers a wide range of real estate marketing tools, and many of these tools and systems should employ automation that would make the whole process much faster and more streamlined.
A good CRM, like HubSpot or Follow Up Boss, will help you manage, segment, and nurture your leads through the whole sales funnel. When it comes to management, you should also set up different management tools for your marketing team, depending on what they need and what might be helpful.
You can also automate a significant portion of email marketing with the right tools. For example, you can run an SMS or email drip sequence with the right email marketing tool to automate follow-ups. You can also follow various other automation techniques, and we cover some of the best in our guide to the top real estate marketing automation tips.
Once your campaigns are up and running, you’ll need to track their performance with Google Analytics and potentially other tools. You should also audit your tech stack every six months or once a year and update it if needed.
- Use a CRM to manage and nurture leads
- Automate follow-ups with SMS/email drip sequences
- Set up project management tools for your marketing team
- Track performance with Google Analytics and social insights
- Audit and update tech stack every 6–12 months
11. Analytics & Strategy Review
Constant reviews and audits of your efforts through a data-driven approach are key for successful marketing campaigns. For instance, you can run quarterly marketing audits to determine your ROI and how it’s changing.
You must monitor key KPIs like lead volume, conversion rate, and CPA weekly or monthly. You should also compare your real estate marketing campaign’s performance across different channels like paid advertising, SEO, email marketing, and referral marketing.
Moreover, it’s crucial to adjust your marketing efforts and the budget based on the results you get from your audits.
Lastly, you can always collect data and insights and document what you’ve learned to improve your workflows.
- Monitor KPIs weekly/monthly
- Run quarterly marketing audits to assess ROI
- Compare performance across channels
- Adjust the budget and efforts based on results
- Collect and document lessons learned to improve workflows
Bottom Line
Our real estate marketing checklist is long but covers all the major things you need to worry about in your campaigns. You only need to expand upon it and implement it into your current strategy.
If you need more information or are looking for help in your real estate marketing and design initiatives, feel free to contact MAXA Designs, and let’s see how we can help you.
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